Electronic word of mouth: Review of Turkish guests' comments on Tripadvisor on 5 star hotels in Antalya Kemer region

Social media platforms have now become a marketing and promotion tool with the increasing use of the Internet. Consumers' comments on platforms such as TripAdvisor affect other people's purchasing behavior. Therefore, electronic word of mouth communication is an important issue for businesses. Businesses should monitor electronic word of mouth platforms. Reviews on TripAdvisor, a tourism eWoM platform, have a significant impact on travel behavior of travelers. Therefore, the purpose of the study is to examine the reviews of Turkish guests on TripAdvisor about 5-star hotels in Antalya Kemer Region. Research focuses on eWoM as of the thesis topic. Other related issues addressed in this context are promotion, marketing, and the impact of social platforms on purchasing intention in hotels. The 5-star hotels operating in the Kemer region of Antalya destination is the scope of the study. Due to the large number of data, only Turkish citizens staying in these hotels will be reviewed. In the study, TripAdvisor, which is the most important social platform related to hotels, will be used within the scope of eWoM. When the findings obtained in this research are evaluated, it is seen that Turkish customers are generally satisfied with the five-star hotels in Kemer. Content analysis of the hotel businesses in Kemer was made and the results were examined. It has been determined that the most emphasized words for hotels are trust, quality, satisfaction, reservation, wonderful, excellent, expensive, hygienic. When the results of the research were examined, it was determined that almost half of the evaluated comments did not contain a word about hygiene.